Definitions of advertising, promotion, publicity and PR

If you work in PR, and you’re trying to explain to somebody what you do, and they look at you with a blank stare, explain it this way:

“If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday,’ that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations.”

I can’t remember where that quote originated. But I used it once in my newsletter and receive requests every now and then from readers who remember the quote, but need the exact wording.

If you work in any of these industries, tuck away this saying in a safe place and use it the next time you need something fun for a speech, White Paper, or just to make a client smile.

About Joan Stewart

Publicity expert Joan Stewart, a PR mentor aka The Publicity Hound, works with small business owners who need free publicity to promote their expertise. She shows you how to establish your credibility, enhance your reputation, position yourself as an expert, and sell more products and services. To receive her free DIY publicity tips twice a week, subscribe here. See all the ways you can work with Joan. Or contact her and ask a burning question about PR, self-promotion or social media.

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[…] Some topics aren’t worth more than a few paragraphs. Trying to stretch a topic to fill three screens of type can kill your blog and your schedule. I’ve written these quickies when alerting my audience to sources needed by a journalist, and when I come across fun things I find online like how the story of a circus elephant helps explain the definitions of advertising, promotion, publicity and PR. […]

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